When to Use Google Ads Automation and When to Avoid It
This post explores the dos and don'ts of choosing automated advertising. Understanding these principles will help you identify the best options for your ads.
Automated bidding
Manual bidding in Google Ads offers a good opportunity and strategy for winning auctions to achieve a high Quality Score.
When to use it:
- Lead generation: When generating leads, conversion-focused bidding can be highly effective. By focusing on conversions, you bid higher for keywords and ads likely to convert, attracting leads likely to buy or take your desired action.
However, in some exceptional cases, especially with specific keywords in a highly competitive industry, high bids can produce unexpected results:
They can quickly use up your advertising budget, especially when advertising competition in the industry is high.
Although high bids can attract leads likely to buy, those leads do not always purchase or become actual customers. That also depends on the business's brand, products or services.
- Direct sales: If you want more conversion actions to drive sales, consider starting with Maximize conversion value. Once the campaign has run long enough to assess sales data, consider switching to ROAS to optimize for return on ad spend. You can then optimize campaigns so Google Ads continues to generate profit for your business.
- Increase visibility or brand awareness: If you want your ads at the top of search results when users search for specific keywords, you can choose Target impression share. In some cases, Maximize clicks or Manual CPC are also viable options.
When to avoid it:
Suppose a customer wants to advertise for ‘Honda cars,’ a highly competitive keyword. You want to drive conversions from this keyword while keeping your ad visible in related searches.
In this case, you can start by bidding manually on the keyword. After spending time optimizing to remove irrelevant search terms and improve Quality Score, consider switching to impression share bidding to ensure as many people as possible see the ad.
Conclusion
Despite the many automation features introduced, advertisers still need to monitor performance and make appropriate adjustments. If you need help with services for Google Ads advertising, contact Optimus, an agency providing advertising services on social platforms.
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